You’d be forgiven for mistaking commercials for music videos, what with the increasing number of brands turning to the medium of dance to market their wares. Everyone is dancing: from Margaret Qualley in that wonderfully wacky Spike Jonze-directed Kenzo fragrance campaign to Serena Williams’ interpretive modern dance moves for Delta Airlines.
Mercedes-Benz is the latest to join the party with its new film, Midnight In Stuttgard- A Mercedes-Benz Original , featuring ‘Hiplets’ from the Chicago Multi-Cultural Dance Center, a troupe that recently became an Internet sensation.
You might remember seeing the dancers drop it like it’s hot to Jason DeRulo in this viral clip.
Now, they’re headed to New York Fashion Week where Mercedes-Benz has enlisted the company to perform a flashmob dressed in Sandy Liang next Monday, following her ready-to-wear show the day before.
Dance and fashion have a long history together, from the days of Coco Chanel and Ballet Russes to Rick Owens famously using the stepping troupe, Team Vicious, in his ss14 show to Valentino’s lineup of ethereal bunheads and black swans for aw16. ‘Fashion is movement and dance is movement. People want to see the beauty of movement in the clothes and in people. And that’s what dance adds,’ says Homer Hans Bryant, the choreographer behind the Hiplets.
So, yes – the two worlds are once again intertwined. After all, everyone knows a dancing queen needs a killer wardrobe.